Audience Profile TV Campaign



TV channels watched by housewives

The TV channels in the image above, all provide the advertiser a route to reaching Housewives. The channels on the left have relatively small audiences, a low cost per spot and a high percentage of Housewives watching their programmes. The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of Housewives per broadcast.

The relatively low cost per spot on some of the smaller channels like Yesterday, CITV and 5USA provides the opportunity to show Housewives viewers an advert multiple times for a relatively small budget.

The higher cost per spot on some of the larger channels like ITV3, Channel 4, Five, More4, E4, ITV and ITV2, enables advertisers to reach high numbers of Housewives with a single broadcast.

For a detailed overview of these channels, visit the TV Channels section. To create a TV plan targeting Housewives, click here and complete the television campaign planning form.

TV Viewing for Housewives

There are over 6.5 million housewives in the UK. Although the group ultimately integrates portions of the 16-34, ABC1, C2DE35-54 and 55 plus female demographics, there are certain characteristics that differentiate housewives as a distinct audience group.

The nature of being a housewife dictates that the vast majority of their time will be spent at home. Whilst other female demographics may be spending a large part of their day in full-time or part-time employment, this audience works from home, and as a result, more hours are spent engaging with the television set – which is often consumed as an accompaniment with other activities such as household chores – as part of the daily routine.

TV Advertising to Housewives

Housewives are keen media consumers, and regularly interact with different formats that appeal to specific points of interest.

Television advertisers recognise the high levels of engagement intrinsic in the viewing habits of this highly profitable demographic, and are consequently able to formulate effective targeted campaigns advertising a range of products, from food and clothing, through to house insurance and home appliances. Brands such as Beko, Asda, Tesco and Boots all employ a focus on the housewives audience base.



Television programme content for Housewives

Over 80% of UK housewives have access to digital platforms, signifying the important role television viewing plays in the lives of this demographic.

Daytime viewing is particularly popular, with digital channels such as Home, Discovery Home & HealthITV2 and Living providing content relevant to housewives.

Terrestrial programming also constitutes a sizeable segment of their viewing habits, with This Morning and Jeremy Kyle among the highest viewed shows.

When the time comes for housewives to unwind and snare a bit of alone time, soaps and drama on channels such as ITVE4 and Living are generally the preferred choice of content, with the likes of Coronation Street and Emmerdale drawing in the biggest audiences.

Furthermore, general entertainment programming such as the X Factor and Big Brother is popular, along with shows such as Come Dine With Me and Cash in the Attic.